Forever fresh is our brand’s commitment to caring for the skin of the earth as we do our own. Caring to us means working to protect what we have, like biodiversity. As a brand, we are focused on responsible sourcing, eco-design, climate action, and communities. We are committed to protecting biodiversity to ensure a world that is forever connected and forever fresh.

What is biodiversity and why does it matter?

Biodiversity is the variety of all living things—plants, animals, fungi, and even microorganisms—that make up our natural world. Each of these species work together in complex ecosystems to maintain balance and support life. But our planet’s biodiversity is in danger. For example, there are 500,000 estimated plant species today,* but two in five of these species are believed to be threatened with extinction.** And 60% of terrestrial wildlife has been lost in the last 50 years.***

What is fresh doing to help?

fresh is proud to be the first LVMH brand to become a member of the Union for Ethical BioTrade (UEBT), an internationally recognized nonprofit association that promotes ethical sourcing of ingredients from biodiversity. Since 2020, fresh has worked with UEBT to improve the way we select and source our hero ingredients. This involves on-site assessments of local suppliers and cultivation or wild collection areas with verifications against the UEBT standard. The verification process is based on UEBT’s 7 principles, with the aim of showing progress toward sourcing with respect for people and biodiversity. To date, we’ve completed assessments on all our skincare hero ingredients and are working to implement improvement plans based on the findings.

Biodiversity connects us all, and connection is at the heart of our brand. We are committed to do our part today, tomorrow, and always to leave the future generation with a world that is forever fresh.

*https://doi.org/10.1016/j.pld.2016.01.001

**Antonelli, A.; Smith, R.J.; Fry, C.; Simmonds, M.S.J.; Kersey, P.J.; Pritchard, H.W.; Abbo, M.S.; Acedo, C.; Adams, J.; Ainsworth, A.M.; et al. State of the World’s Plants and Fungi; Research Report; Royal Botanic Gardens (Kew); Sfumato Foundation: London, UK, 2020

***COP15 data